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By Amy Houston, Senior Reporter

January 30, 2024 | 2 min read

Now in its seventh year, the 15-minute spot comes from creative agency TBWA\Media Arts Lab Shanghai.

To mark the year of the dragon, Apple is telling a poignant story for Chinese New Year that sees a little girl struggle with her looks and identity. Titled ’Little Garlic,’ the film addresses insecurities felt by Gen Z in China and beyond.

The whopping 15-minute spot was shot entirely on the iPhone 15 Pro Max using Action and Cinematic mode to creatively bring the delicate subject matter to life in an engaging way.

Accompanying the film is a behind-the-scenes video featuring cast and crew to highlight how the short was made.

It will be amplified across broadcast, digital and social media channels.

The tech giant is well known for its Chinese New Year spots, this being its seventh. Last year, it released a heartwarming film about a young man’s love of opera and the power of resilience.

Credits:

Agency: TBWA\Media Arts Lab Shanghai

Production: Radical US, M Production Shanghai

Director: Marc Webb

Screenwriter: Pan Yiran

Art director: Li Anran

Director of photography: Cecile Zhang

Music: Varqa Buehrer

Interested in seeing more creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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